{"id":201476,"date":"2024-06-26T14:50:49","date_gmt":"2024-06-26T12:50:49","guid":{"rendered":"https:\/\/ipmark.com\/?p=201476"},"modified":"2024-06-28T11:35:17","modified_gmt":"2024-06-28T09:35:17","slug":"mcdonalds-omd-activaron-keep-watching-ad-netfnix-emea","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=201476","title":{"rendered":"McDonald\u2019s, primera marca en activar Keep Watching Ad de Netflix en EMEA"},"content":{"rendered":"<p><strong>Desde el lanzamiento del plan de anuncios de Netflix en noviembre de 2022, McDonald\u2019s ha mantenido una presencia constante en la plataforma de streaming, complementando sus estrategias de televisi\u00f3n lineal con <em>connected TV<\/em> para lograr una mayor cobertura y eficiencia en su actividad medi\u00e1tica.<\/strong><\/p>\n<p>Gracias a la estrecha colaboraci\u00f3n entre<strong> Netflix y McDonald\u2019s<\/strong>, en abril de 2024 McDonald\u2019s Espa\u00f1a se convirti\u00f3 en el primer anunciante en <strong>EMEA<\/strong> en activar la nueva soluci\u00f3n publicitaria de la plataforma de pago: el formato<strong><em> Keep Watching Ad.<\/em><\/strong> Este innovador formato recompensa a los usuarios del plan con anuncios de Netflix con un cap\u00edtulo completo sin cortes publicitarios.<\/p>\n<p>El anuncio consisti\u00f3 en un bumper de seis segundos y un pre-roll de 20 segundos de la campa\u00f1a <strong>\u2018Famous Order\u2019<\/strong>, donde <strong>McDonald\u2019s Espa\u00f1a<\/strong> uni\u00f3 por primera vez a <strong>Manuel Turizo y Saiko<\/strong>, lanzando sus men\u00fas favoritos y una nueva canci\u00f3n.<\/p>\n<p>Desde McDonald\u2019s, se destaca la importancia de esta colaboraci\u00f3n y la afinidad de la plataforma de contenido bajo demanda para el lanzamiento de \u201cFamous Order\u201d: \u201cT<strong>ener presencia dentro de Netflix con este formato nos permite llegar de una forma menos intrusiva al usuario<\/strong>. Desde McDonald\u2019s busc\u00e1bamos acompa\u00f1ar y premiar al usuario mientras visualizaba su serie favorita, y para nosotros era clave estar presentes durante ese momento.\u201d<\/p>\n<p>La activaci\u00f3n de esta acci\u00f3n publicitaria fue realizada por la agencia de medios <strong>OMD Espa\u00f1a.<\/strong> <strong>Sagrario Carrasco<\/strong>, <em>brand lead<\/em> de<strong> OMD Espa\u00f1a<\/strong>, resalt\u00f3 la importancia de la colaboraci\u00f3n con <strong>Netflix<\/strong> para el \u00e9xito de estas acciones y subray\u00f3 que para OMD y McDonald\u00b4s es clave potenciar la innovaci\u00f3n y la relevancia de la marca, alej\u00e1ndose de la comunicaci\u00f3n convencional.<\/p>\n<p>\u201cEsta l\u00ednea de comunicaci\u00f3n que ha seguido McDonald\u2019s con \u2018Famous Order\u2019, uniendo a Turizo y Saiko, es un ejemplo m\u00e1s de la actitud inconformista que tenemos en la agencia. Seguimos trabajando en esa direcci\u00f3n, lo que ha hecho posible que <strong>seamos el primer anunciante en EMEA en realizar esta activaci\u00f3n<\/strong>,\u201d apunt\u00f3 <strong>Sagrario Carrasco<\/strong>, de <strong>OMD Espa\u00f1a.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El anuncio consisti\u00f3 en un bumper de seis segundos y un pre-roll de 20 segundos de la campa\u00f1a \u2018Famous Order\u2019 cuya activaci\u00f3n estuvo a cargo de OMD Espa\u00f1a.<\/p>\n","protected":false},"author":10966,"featured_media":201477,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2226,76],"class_list":["post-201476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-marcas","tag-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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